Denmark Street Projects
My Role
Full group repositioning, individual brand strategy across four businesses, retail, content, and event concepts, ongoing CCO role. The most interesting possible future for the guitar world is vibrating in the gap between reverence and reinvention - heritage vs innovation, craft vs emergent technology, culture vs commerce. My work’s about making these tensions generative rather than contradictory. Much of this work is foundational with public activations coming in late 2026.
What’s Emerged
Four distinct businesses, Regent Sounds, AMIC (Auden Guitars, Gordon Smith Guitars), The Registry, and Ikonic Legacies, each with their own identity, but designed to work together as an ecosystem.
Regent Sounds
The Song Doesn’t Stop
Regent Sounds sits on the site of the original studio where The Stones, The Beatles, Bowie, The Who, Sabbath, Hendrix and more recorded or rehearsed. Rather than treating history as relic, we're re-integrating the studio alongside a newly completed high-end Vintage Lounge, and developing events, content, and cultural programming that lets the past actively inform - but not overshadow - contemporary making, playing, and storytelling. The store is also home to T-Bone Walker's Gibson ES-5, widely regarded as “the guitar that started it all”.
The Registry
Proof of Life
The Registry, a partnership with Nikon Metrology, will be the single source of truth for the vintage and high-end guitar industry. Proprietary technology that records each instrument's unique digital fingerprint and the story and life it holds for authentication and provenance. It’s the infrastructure the industry’s needed and never had.
Ikonic Legacies
Your Part of Music History
Ikonic Legacies is a platform that enables the fractional ownership of rare, storied guitars & equipment. Each fraction includes a limited edition precise replica of the original object - made in collaboration with the artist and original manufacturer - and unique ltd. edition artwork / collectibles.
AMIC
The Great British Alternative
The saying goes, “the Americans make the best guitars, the British the best amps”. But that saying’s out of date. Auden Musical Instrument Company manufactures world-class guitars and drums in a state-of-the-art Northamptonshire factory, and works with contemporary artists across every genre alongside heritage talent. Below, Downgirl’s Kristen Adams tears it up on a Gordon Smith, Lam Kai Chin, China's leading metal guitarist shreds his custom GS, and the GOAT, Johnny Marr, plays his signature 12” Auden.
“Andy's input has been invaluable in helping position us and our brands in a noisy and challenging market. He got to the heart of us effortlessly, and skilfully wove all that's great about our heritage and prestige into all that's exciting and contemporary. He is a true master of his craft.”
Joe McKenna, CEO, Denmark Street Projects